Filter Results:
(1,267)
Show Results For
- All HBS Web
(1,979)
- News (346)
- Research (1,267)
- Events (10)
- Multimedia (26)
- Faculty Publications (854)
Show Results For
- All HBS Web
(1,979)
- News (346)
- Research (1,267)
- Events (10)
- Multimedia (26)
- Faculty Publications (854)
Sort by
- May 1986
- Supplement
Gillette Co.: Dry Idea Advertising (C), Video
Designed for use in class as an epilogue to the story of the struggle to solve creative problems on Gillette's Dry Idea antiperspirant. The videotape announces the bake-off competition winner: BBDO. It also shows excerpts from interviews conducted a year and a half... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (C), Video." Harvard Business School Video Supplement 886-513, May 1986.
- Article
The Effectiveness and Targeting of Television Advertising
By: R. Shachar and B. Anand
Shachar, R., and B. Anand. "The Effectiveness and Targeting of Television Advertising." Journal of Economics & Management Strategy 7, no. 3 (Fall 1998): 363–96.
- December 1990 (Revised February 1991)
- Supplement
Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (B)
By: Nitin Nohria
Keywords: Advertising Industry
Nohria, Nitin. "Hill, Holliday, Connors, Cosmopulos, Inc. Advertising (B)." Harvard Business School Supplement 491-017, December 1990. (Revised February 1991.)
- September–October 2013
- Article
The Dynamic Advertising Effect of Collegiate Athletics
By: Doug J. Chung
I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details
Keywords: Choice Modeling; Entertainment Marketing; Heterogeneity; Panel Data; Structural Modeling; Rights; Analytics and Data Science; Higher Education; Ethics; Consumer Behavior; Advertising; Sports; Advertising Industry; Advertising Industry
Chung, Doug J. "The Dynamic Advertising Effect of Collegiate Athletics." Marketing Science 32, no. 5 (September–October 2013): 679–698. (Lead article. Featured in HBS Working Knowledge.)
- September 2015
- Teaching Note
Buzzfeed — The Promise of Native Advertising
- 1999
- Working Paper
Restructuring in the U.S. Advertising Media Industry
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
- 28 Feb 2013
- Working Paper Summaries
Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising
- June 2002
- Article
Intermedia Substitutability and Market Demand by National Advertisers
By: Alvin J. Silk, Lisa R. Klein and Ernst R. Berndt
Silk, Alvin J., Lisa R. Klein, and Ernst R. Berndt. "Intermedia Substitutability and Market Demand by National Advertisers." Review of Industrial Organization 20, no. 4 (June 2002): 323–348.
- May 2008
- Supplement
Dove: Evolution of a Brand - Advertising Supplement
By: John A. Deighton
Deighton, John A. "Dove: Evolution of a Brand - Advertising Supplement." Harvard Business School Video Supplement 508-704, May 2008.
- Jun 2004 - 2004
- Conference Presentation
The Effectiveness of Pre-Release Advertising for Motion Pictures
By: Anita Elberse
- April 1990 (Revised January 1993)
- Case
Ad Council's AIDS Campaign (A): Advertising Strategy
By: V. Kasturi Rangan and Janet Montgomery
Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details
Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry
Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (A): Advertising Strategy." Harvard Business School Case 590-105, April 1990. (Revised January 1993.)
- 2013
- Working Paper
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
- May 1994
- Supplement
Advertising and Promotion Management, Fourth Edition, Video
By: John A. Quelch
Quelch, John A. "Advertising and Promotion Management, Fourth Edition, Video." Harvard Business School Video Supplement 594-511, May 1994.
- 1995
- Other Teaching and Training Material
Intel: A Multimedia Exercise in Advertising Management
By: J. Quelch
- April 1994
- Supplement
Advertising and Promotion Management, Fourth Edition, Video Index
By: John A. Quelch
Quelch, John A. "Advertising and Promotion Management, Fourth Edition, Video Index." Harvard Business School Video Supplement 594-124, April 1994.
- June 2014 (Revised August 2014)
- Case
BuzzFeed — The Promise of Native Advertising
Oberholzer-Gee, Felix. "BuzzFeed — The Promise of Native Advertising." Harvard Business School Case 714-512, June 2014. (Revised August 2014.)
- June 22, 2015
- Article
Is Programmatic Advertising the Future of Marketing?
Keywords: Marketing
Rayport, Jeffrey F. "Is Programmatic Advertising the Future of Marketing?" Harvard Business Review (website) (June 22, 2015).
- 18 Dec 2008
- Working Paper Summaries
Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality
- May 1986 (Revised August 1987)
- Supplement
Gillette Co.: Dry Idea Advertising (A), Video Introduction
Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and 3) graphic comparison of Dry Idea share trends and airing history. View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (A), Video Introduction." Harvard Business School Supplement 586-145, May 1986. (Revised August 1987.)
- September 2016
- Article
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Pavel Kireyev, Koen Pauwels and Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details
Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." International Journal of Research in Marketing 33, no. 3 (September 2016): 475–490.